April 15, 2019Comments are off for this post.

What if you had to start again?

What if you didn’t have sunk costs in TV and radio advertising buys?

Or in long term agency commitments?

Or in technology subscriptions and freelance contracts and analytics platforms and social media ads and influencer contracts?

What if your entire marketing budget sat in front of you, untouched and pristine?

What would you do with it?

In very tangible ways, all of marketing is about building a relationship with your consumers and then motivating them to pay for your products and your services.

When we build relationships in the real world we are usually hampered, not helped, by having parties or structures between us and the people we want to connect with. We invest in the other person and they invest in us. Bonds are formed. And then strengthened.

But in marketing, it’s the opposite. There are a thousand different ways and providers we’re offered to take our message to consumers. We can (and do) spend millions just to try and make those connections and deepen them.

Many of these services available to modern brands made sense when constant communication and vast scalability weren’t the norms. But now, in our digital world, you can go directly to consumers, and they can come directly to your brand. And then you can start to build the relationships and communities that will form the foundation of your brand and the engine that will drive your sales.

If your marketing budget was completely untouched…

If you had to start from scratch…

How much of what you’re paying for now would you buy again?

February 13, 2019No Comments

Your brand: A new business model

Here’s the trap for a whole lot of established brands.

They need to engage with consumers. Because it’s 2018 and because of course they do.

There are a million and one places where they can do that in the digital space. There are communities and channels for every niche. The marketing technology landscape is cluttered and littered. But inevitably a brand will need to deal with the big dogs in social and search and sales: Facebook, Instagram, YouTube, Google, Amazon. These are platforms that promise reach and touch consumers where they already spend all their time.

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January 30, 2019Comments are off for this post.

Should your brand be on Facebook?

Do you still trust Facebook?

There are many reasons why you wouldn't.

Maybe you broke up with the brand after the Cambridge Analytica revelations. Maybe you saw the recent New York Times story outlining how Facebook unethically shared user data and private messages with other tech giants like Yahoo! and Netflix.

Maybe you suspect it’s impossible for the platform to effectively police propaganda and political speech without rampant errors, bias and gaffes that will punish minority populations and promote toxic content.

Or maybe it’s just the company’s foundational business model that turns you off: "you" as the product – with sophisticated algorithmic manipulation of what you see and how you feel pervading every second of your time on the platform.

But that’s just on the personal side.

For brands, it must be different, right?

Most brands have existing Facebook communities and long timelines full of content and comments and you have that entirely reasonable rationale to keep using it. It's already there. It's built. And of course Facebook remains a massive destination for people all over the world. Whatever its faults, it's still where (most of) the people are.

But consider this.

Gen Z is not adopting Facebook at the levels of other social platforms. It’s just not cool. Many in this generation see the platform as the provence of their parents. That’s millions of consumers that are rejecting a social networking platform they see as designed for and increasingly populated by oldsters.

Making a short term bet on Facebook groups makes sense. We do it all the time with our clients. And it makes sense in many cases. We've gotten excellent results there and expect we'll continue to do so.

But for newer or developing brands, the ones without sunk costs in Facebook, the real question might be: if you reinvested the time, energy and effort you have put into Facebook, or any other social-channel-come-lately, into your own brand?

What could you build with your consumers then?